Developing A Strategy For The Internet AgeThe Five Forces Model

Video: porter

What is the major role of UTZ information systems?

What are the characteristics of the information UTZ receives that would make it valuable?

Analyze the industry that UTZ is in using the porter model, is it a good industry to be in?

What competitive advantage do you feel Utz has? How does information play into that competitive advantage

Databases and Warehouses

Building Business Intelligence

To make good and accurate decisions and work in the most productive and efficient way, knowledge workers today need (1) access to information and (2) tools to work with that

information.

Business Intelligence

What is it? Business intelligence is knowledge

– knowledge about your customers, your competitors, your partners, your competitive environment, and your own internal operations

Where is BI found? Databases & Data warehouses

Key Terms Online transaction processing

(OLTP) – the gathering of input information, processing that

information, and updating existing information to reflect the gathered and processed information.

Operational database – database that supports OLTP.

Online analytical processing (OLAP) the manipulation of information to support

decision making.

Business Intelligence

Hierarchy of Data

THE RELATIONAL DATABASE MODEL Database

A collection of information that you organize and access according to the logical structure of that information.

Relational database model uses a series of logically related two-dimensional

tables (called relations) or files to store information in the form of a database.

Relation describes each two-dimensional table or file in the

relational model. The word relation here is in reference to the

collection of the data within one specific table.

By carefully examining the definition given to “relational databases” we can clearly identify two parts to it:

1. Information – stored in a series of two dimensional tables, files, or relations.

2. Logical structure of the information.

Data dictionary – contains the logical structure for the information.

Database management systemDatabase management system ((DBMSDBMS)) helps you specify the helps you specify the logical logical

organization organization for a database and for a database and access and use (manipulating) the access and use (manipulating) the information within a database.information within a database.

DATABASE MANAGEMENT SYSTEM TOOLS

DBMS Engine Data Definition Subsystem Data Manipulation Subsystem Application Generation Subsystem Data Administration Subsystem

Figure 3.4Software Subsystems of a Database Management Systempage 85

The DBMS

Traditional Approach to Data Management

Database Approach to Data Management

Advantages of Database Approach

Improved strategic use of corporate data

Reduced data redundancy

Improved data integrity Easier modification and

updating Data and program

independence Better access to data

and information

Standardization of data access

Framework for program development

Better overall protection of the data

Shared data and information resources

Disadvantages of Database Approach

Relatively high cost of purchasing and operating a DBMS in a mainframe operating environment

Increased cost of specialized staff Increased vulnerability

DATA WAREHOUSES AND DATA MINING

What Is a Data Warehouse? What Are Data Mining Tools? Data Marts: Smaller Data

Warehouses Important Considerations in Using

a Data Warehouse

Data Warehouses and Data MiningData Warehouses Are Multidimensional

Figure 3.8A Multidimensional Data Warehouse with Information from Multiple Operational Databases

Elements of a Data Warehouse

Data Warehouses and Data MiningData Marts – Smaller Data Warehouses

Data mart - a subset of a data warehouse in which only a focused portion of the data warehouse information is kept.

Data Marts Are Subsets of Data Marts Are Subsets of Data WarehouseData Warehouse

Data Mining: an information analysis tool that involves the automated discovery of patterns and relationships in a data warehouse Applications

Market segmentation Customer churn Fraud detection Direct marketing Market basket analysis Trend analysis

How Up-to-Date Should Data Warehouse Information Be?

To adjust class sizes in a university registration system

To alert people to changes in weather conditions To predict scores in professional football games

To adjust radio advertisements in light of demographic changes

To monitor the success of a new product line in the clothing retail industry

To adjust production levels of foods in a cafeteria To switch jobs to various printers in a network – by

the minute. To adjust CD rates in a bank To adjust forecasted demands of tires in an auto

parts store

MANAGING THE INFORMATION RESOURCE IN AN ORGANIZATION

Who Should Oversee the Organization’s Information?

How Will Changes in Technology Affect Organizing and Managing Information?

Is Information Ownership a Consideration?

What Are the Ethics Involved in Managing and Organizing Information?

OLTP and Data Warehousing

OLTP and Data Mining

                                                                

                                         

 

                                  

 

Senate Democrats try to stop Pentagon data-mining projectSome conservatives also concerned about privacy issue

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Databases and data warehouses clearly make it easier for people to access all kinds of information. This will lead to great debates in the area of privacy. Should organizations be left to police themselves with respect to providing access to information or should the government impose privacy legislation? Answer this question with respect to (1) customer information shared by organizations; (2) employee information shared within a specific organization; and (3) business information available to customers.

Consider that you work in the human resources management department of a local business and that many of your friends work there. Although you don’t personally generate payroll checks, you still have the ability to look up anyone’s pay. Would you check on your friends to see if they’re earning more money than you? For that matter, would you look up their pay just out of simple curiosity, knowing that you would never do anything with the information or share it with anyone else? Why or why not? People working at the Revenue Canada tax department were caught just curiously looking up the reported incomes of movie stars and other high-profile public figures. Is this acceptable? Why or why not?